2015 INFORMS Annual Conference
Special ArticlesSyngenta, INFORMS offer Crop Challenge
The Institute for Operations Research and the Management Sciences (INFORMS), the leading professional association in analytics and operations research, and Syngenta recently announced a new, joint award, the Syngenta Crop Challenge, which will focus on ways that analytics can address the problem of feeding millions of people throughout the world who face hunger every day.Read More
Special ArticlesCounterfeiting can improve fashion quality, benefit consumers
Counterfeit products have the power to stimulate innovation in the fashion industry and benefit consumers, according to a new study published in Marketing Science, a journal of the Institute for Operations Research and the Management Sciences (INFORMS). The research investigates two questions: How do brands react to counterfeits, and what are effective means of enforcement against counterfeits?Read More
Special ArticlesStudy: E-mail, analytics remain vital components of marketing
IBM recently announced findings from its 2015 E-mail Marketing Metrics Benchmark Study, which analyzes e-mail marketing trends from 3,000 global brands, representing 40 countries and multiple industries.Read More
Twitter Analytics expected to be massive boost to brands
The introduction of analytics to Twitter brand pages will enable brands to optimize their campaigns more effectively and is likely to result in more investment in the platform according to integrated public relations and social media agency Punch Communications.
Erica Anderson, Twitter's manager for news and journalism, indicated in comments from her visit to Columbia University's social media weekend on Jan. 28, that Twitter is set to unveil a number of new tools for brand pages in the next few months, which will allow brands to more accurately monitor the reach and effect of each tweet published.
Punch has indicated that the data will have added weight given that it is coming from a primary source, rather than a third party application.
Pete Goold, managing director of online Punch, said, "The data that seems set to become available in the coming months will add immense value to the Twitter platform, which already facilitates one to one interactions between brands and their audiences on an awareness and customer services level.
"Whilst there are numerous analytics tools available which can look into Twitter in depth, having an analytics platform embedded within the network itself is likely to improve the quality of future campaigns as a whole, meaning that brands must make the most of analytics data and employ the expertise of individuals and agencies who understand what it all means.
"This development may also be part of Twitter's strategy to try and persuade more brands to invest in the platform from a marketing perspective, since the pool of information and insights which could be available through Twitter is astronomical. With this added revenue, we'd certainly hope that Twitter will continue to invest in providing deeper analytical data in the future."